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20131202
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Bloomberg
Dec 9, 2013 3:00pm EST
is for sure, he is not as effective off court as he is on court. paul smith is a ceo that generates this index on a weekly basis and he joins us now to explain. lower in the rankings than, say, lebron james. how do you measure if an athlete, celebrity, or anyone good spokesman? >> primarily through consumer research and they national representation of the u.s. andetplace i geography demographic. in the poll we ask people about their opinions, their likability, even things -- angles like -- people will say that they would do something another celebrity does, but maybe suggest someone else would, giving more to the story. >> likability, persuasiveness? >> trust. >> is it kind of like a q score? >> kind of. this one is done on a large population basis. >> 1000 americans. >> yes. >> the reality is that the frequency and the fact that we can turn them over on a weekly basis as well, with the other important element being the globalization of products. taking out these international markets around the world. >> let's talk about the names at the top. sports, peyton manning, hello. the williams sister
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